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Last night I attended the Lord Mayor of London's launch of the City Cycle Style photography exhibition at the Royal Exchange. This was not your usual cycling event; there were bankers and brokers, lawyers and designers and all sorts of City types furiously exchanging business cards, catching up on their Blackberries and bidding vast sums of money in the auction. But they did so for a good cause (all in aid of the Lord Mayor's charity, Bear Necessities) (His name is Michael Bear, geddit?) and did so whilst surrounded by gorgeous pictures by photographer Horst A. Friedrichs of cyclists in the city.

From snaps of Paul Smith, local celebrities and even the Mayor himself, to photos of local couriers and everyday riders - all were given the glamorous treatment and committed to celluloid. And it seemed to work; around me people were over heard talking about cycling "Why don't you ride a bike?", "Why is it so hard to ride in London?", "Wouldn't it be great if it was like Amsterdam..?" These are the seeds with which people begin to think about cycling, and perhaps start to tune in to the sort of questions raised over at the Cyclists in the City blog. Fun though last year's event format was, sometimes it's good to break out of the crowd of usual suspects who normally make up these events and bring cycling's positive message to a new audience.

And whilst some of these photos might force the chic urban cycling concept a little, anything that offers an alternative to the more prevalent Lance Armstrong look that surrounds bicycle promotion in the UK gets a tick in my books.

Chocolatier and local businessman Paul A Young rides a Gazelle Tour Populaire

If you weren't there last night, you haven't missed your chance to catch the fabulous photography of Mr Friedrichs. His prints will be on display in the open air to the general public 24 hours a day in the streets around the Royal Exchange until October 29th. Be sure to check it out!

This is the second cycle fashion photography exhibition I've attended so far this year, the other being mounted by the Royal Borough of Kensignton and Chelsea and which included fantastic photographs of local residents who cycle. Be sure to check out my write up of the "Like Riding a Bike" exhibition here.